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Author

Chan, Charmaine Pin Ping.

Kuo, Lay Ing.

Date of Issue

2000

School

College of Business (Nanyang Business School)

Abstract

This study seeks to explore the (positive/negative)attitudes and perceptions of MTV Asia's target customer group in Singapore in relation to variables like its programming philosophy, marketing, brand name, image, veejays and content/presentation of it's programs. Results showed that young Singaporeans are generally neutral towards the MTV concept as opposed to the extreme feelings portrayed by the American counterparts.